Certified Market Research Analyst

Market Research
Delivery Method:
Minimum Cutoff:
90 minutes

Course Description

Certified Market Research Analyst (CMRA) certification provides a basic grounding in the research process and tests the knowledge of budding market researchers.

CMRA is a knowledge based certificate and particularly suited forbeginners, research support staff, those commissioning research for the first time, those wishing to carry out small-scale research to support their businesses, field workers and those seeking an understanding of the market research industry.


To provide an understanding of the role of market research and analytics in the society and business, and create an awareness of the processes involved in designing and planning an effective research.


Course Fee:

Fees can be paid in your local currency using your local credit or debit cards. Approximate local currency rate for the major countries are given here (actual rate may vary slightly based on day to day rate):

USD 530; Euro 480; GBP 410; Chinese Yuan 3,800; Indian Rupees 37,900; Nigerian Naira 190,000


Candidates with little or no experience in market research and analytics will be benefited by taking this certification.

  • Candidate should be a graduate (minimum 3 year degree) – Final year students can also apply
  • No previous market research experience is required, but it is must to have the following:
    • a passion for market research/ brands/ advertising
    • a curiosity to understand consumer thinking, and
    • opinion and a desire to advise clients on how to improve their performance in the market place


Topics coverd in the Exam

  1. The basics of market research
    1. Introduction, evolution and emerging issues of market research
    2. Primary and secondary research
    3. The marketing research process, research methods and design
    4. Research objectives
    5. Research design
    6. An introduction to research methodologies
  2. Designing a research project: The tools of market research
    1. Introduction to qualitative research
    2. Introduction to quantitative research
    3. Introduction to sampling and interviewing
    4. An introduction to questionnaire design
  3. Conducting market research and market research concepts
    1. Gathering information & scanning the environment
      1. Components of a modern marketing information system
      2. Analyzing the macro-environment
      3. Identifying the major environment forces
      4. Other major macro-environment
    2. Conducting marketing research and forecasting demand
      1. The marketing research system
      2. The marketing research process
      3. Marketing research instruments
      4. The measures of market demand
      5. Forecasting demand
    3. Dealing with competition
      1. Competitive forces
      2. Analyzing competitors
      3. Selecting customers
    4. Branding, packaging and creating customer value
      1. Creating brand equity
        1. What is brand equity?
      2. Packaging
      3. Creating customer value, satisfaction & loyalty
        1. Customer value
        2. Customer satisfaction
    5. Analyzing consumer markets
      1. Factors influencing consumer behavior
    6. Identifying market segments & targets
      1. Segmentation bases
    7. Marketing mix (including pricing)
  4. Completing a research project
    1. Turning data into findings
    2. Reporting and communicating findings
    3. Professional development and the market research industry


Exam Preparation

  1. Select the certificate, complete the registrationprocess and pay the fees online
  2. Upon completing the registration process and paying the fees, check your registered email. To continue, please click on the email confirmation link you received. This will confirm your email as your contact address and give access to your account
  3. After the completion of registration process, certification exam need to be taken between 16th to 90thdays of registration
    1. You will be able to see a link to take the exam, when you login between 16thto 90thThe link will expire after 90 days
  4. IIMRA would send you an email with the list of key books and materials need to be referred for the exam preparation. Please note that it is the responsibility of the students to pay for the study materials (in case the study material is not available at free of cost)
  5. On the exam day, you need to answer 90 multiple choice questions within 90 minutes
  6. Upon completing 90 questions or at the end of 90 minutes (whichever comes earlier), your marks will be displayed and the mark report will also be sent to your registered email id
    1. Minimum marks to pass the exam is 55%
    2. Certificate copy will be send your registered email id within 5 to 7 working days of passing the exam (IIMRA may verify your educational qualification and experience at this stage)
    3. You would also be given an option to download the “Certification logo” to use in your business card, resume and social media profile
  7. In case you failed inthe first attempt, you will be shown a link to “Register for the re-exam”. USD 100 is the exam fee charged for re-exam. The link to “Register for the re-exam” will be shown in your login homepage
    1. You need to take this re-exam after 7 days and within 30 days of re-registration
  8. Any student can get 2 such re-exam attempts, if they fail in the exam
  9. If you failin the 3rd attempt, you would need to pay 50% of the certification fee again to take the exam. The student can take the 3rd attempt only after 2 months from the date of re-registration